Acxiom is preparing to launch a standalone product in September for the transactional data it gathers through its brown and white goods product registration cards, as well as customer satisfaction surveys completed at resorts and on flights. Acxiom data group leader Dawn Orr says this is "a powerful general source of transactional data".
The latest product from transactional specialist Transactis claims to tackle the address validation deficiencies of Electoral Roll data. It is using its transactional data from mail order companies to offer a high-volume address validation product called ReAction.
It is aimed at companies with customer and prospect data that is more than 12 months old looking to increase response rates. The database contains the records of 27 million purchasers and is updated with two million new transaction updates every week.
Chris Morris, managing director of Transactis, says: "We know these people have ordered a product and had it delivered to their address so we can validate with confidence. Even a full coverage Electoral Roll was 18 months old, and is now significantly out of date."
- See feature, page 33.
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